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The purpose of this paper is to evaluate customer's general expectation and perception of insurers in terms of services offered at the Insurance Service Counter (ISC). Other than that, this paper also examines the relationship between the demographic factors and SERVQUAL mean score. The study utilized the survey approach. The sample consisted of 319 respondents. The result shows huge gap for reliability, responsiveness and empathy, which reliability shows highest gap between customers' perception and expectation. This research illustrates reliability emerged as the most critical determinant of SERVQUAL measure for service quality. The other dimensions (Tangible, Responsiveness, Assurance and Empathy) appear important but reliability dominates.
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